Social media has emerged as the hip new place for junk food marketing, with a study showing that adolescents are being made to spread the message about unhealthy food.

World-first research by the University of Sydney sheds light on the digital marketing strategies of energy dense, nutrient-poor food (EDNP) brands to teens and young adults on Facebook.

The study used a sample of top-ranked Facebook pages of food manufacturers, food brands, retailers and restaurants.

Researchers reviewed 27 food and beverage brand pages on the basis of their marketing techniques, follower engagement and the marketing reach of messages posted by the pages.

“Young Facebook users willingly spread marketing messages on behalf of food and beverage corporations with seemingly little incentive or reward required,” says lead author Dr Becky Freeman, from the University’s School of Public Health.

“Any activity that users engage with on brand pages can appear in the news feed of their friends, so marketing messages quickly amplify across social networks.

“This kind of consumer involvement and engagement is unique to social media communication.”

Results further showed that competitions, giveaways and aligning with positive events such as Australia Day were found to be effective means of engagement between users and the food companies.